DECIDE WHERE TO EXPAND. KNOW WHEN THE EVIDENCE CHANGES.
Markets MRI is a decision intelligence system for market entry. It assembles the evidence behind a decision, states what must be true, and keeps watching — so when the evidence moves, the recommendation moves with it.
One intelligence pipeline, running continuously
Market, decision, confidence, and the assumptions the recommendation rests on.
New signals are matched to existing assumptions; confidence and verdict move when they should.
Where evidence is missing, the system proposes who to talk to — and waits for your go-ahead.
You see what changed, why it changed, and what it means for the next gate.
Market research answers the wrong questions, once
Reports describe a market: size, competitors, trends. Decisions turn on something else — who actually buys, who has to approve it, what blocks adoption inside the buyer's organisation, and what must be true for the plan to work at all.
And a report is a snapshot. It is written once, read once, and quietly goes out of date while the decision it informed is still being executed. Nobody tells you which assumption stopped being true.
Four streams, one engine
Public and documentary evidence on the market: regulation, filings, vendor positioning, published reporting — captured with its date.
Our proprietary research base of interviews and research conversations, coded into behavioural patterns with the implication attached to each.
Observable market behaviour drawn from external data providers and APIs — movement you can watch over time rather than describe once.
What your own pilots, sales conversations and interviews produce — folded back in so the system learns from your market, not only ours.
Every assumption, scored against the evidence behind it
The decision, stated as a document you can act on
Two paid pilots in one metro, at list price, with local invoicing resolved before outreach. Re-decide at day 60 against the signals the Baseline names — hold rather than expand if they do not appear.
View a Baseline example →The report does not stop when you close it
New evidence is matched to the assumptions already in your MRI. When it strengthens or weakens one, you see the version change — and what caused it.
CONFIDENCE CAN FALL. A LIVING MRI IS ALLOWED TO CHANGE ITS MIND.
When evidence is missing, it proposes how to get it
No observed willingness-to-pay for this segment in this market. The engine flags it rather than modelling around it.
The question, the evidence it would resolve, and the assumption it attaches to — written before anyone is contacted.
Identified in the research network against the profile — not contacted yet.
You see the brief, the profile and the sample size, and approve or decline. No outreach happens on your behalf without that step.
A decision that keeps being checked
RUN YOUR FIRST BASELINE MRI
Create an account, describe the decision you are weighing, and the platform builds your Baseline MRI in the app. Prefer to talk first? Leave your details and we will help you set it up.